Should companies be run profit or purpose？ In this ground-breaking book， acclaimed finance professor and TED speaker Alex Edmans shows it's not an either-or choice。 Drawing from the highest-quality evidence and real-life examples spanning industries and countries， Edmans demonstrates that purpose-driven businesses are consistently more successful in the long-term。 But a purposeful company must navigate difficult trade-offs and take tough decisions。 Edmans provides an actionable roadmap for company leaders to put purpose into practice， and overcome the hurdles that hold many back。 He explains how investors can discern which companies are truly purposeful rather than greenwashing， and engage with them to unleash value for both shareholders and society。 And he highlights the crucial role that citizens can play， as employees and customers， in reshaping business to improve our world。 This edition has been thoroughly updated to include the pandemic， the latest research， and new insights on how to make purpose a reality。